RADIO ADVERTISING IS DEAD (OR IS IT?)
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When you write them the way I’m going to tell you to, they don’t sound like typical ads at all. They’re intriguing. They’re compelling. And they stand out from all the noise. So when your ad plays, potentials will actually stop, listen, and take action instead of turning the channel. Without exaggeration, my advice transforms radio ads from a waste of time and money into client-attracting cash cows. If you’re running radio ads now or considering it, this podcast episode could be the most profitable four minutes you’ll invest this week.
So then, do radio ads even work? Are they, in fact, a dead advertising strategy?
In the business classic “How to Win Friends and Influence People,” Dale Carnegie showed us that the secret to sales success builds on showing a genuine interest in other people and rests in the relationship that develops from there. The concept may not be much of a secret anymore, but it’s as important as ever in the sales cycle — and too many people aren’t following through on it. It turns out that Carnegie was onto something. Did you know that just 2 percent of sales happen during the first touch? 2 percent. Let that sink in. That means 98 percent of sales happen sometime after that first touch. In fact, ample research supports that 80 percent of sales happen after the fifth follow-up. If your sales team isn’t following up past that first touch with a prospect, there’s a slim chance they’ll convert. With the direct correlation between touches and conversion, it’s clear how important it is to follow up and nurture relationships with leads. We can look back to our good friend Dale Carnegie and thank him for sharing his wisdom about relationships. If you want to nurture and convert your leads, you’ll want to instill Carnegie’s principles into your sales team. Considering how many quality leads get away, there’s always room for improvement in developing relationships. How can you start building that lead relationship today? FOLLOW-UP, FOLLOW-UP, FOLLOW-UP It’s all about the follow-up — or lack of follow-up, if you’re wondering why your leads aren’t converting. You’ve probably experienced it yourself: You have a great interaction with a company and express interest in their product, but then you never hear from them again. That company just lost you, a hot lead. You can’t buy if you’re not presented with the opportunity to do so. Make it easy on your consumer base by implementing a follow-up system. IMPLEMENT A SYSTEM The habit of nurturing leads stems partly from company culture and partly from systems and processes — it’s something of a chicken/egg situation. If you don’t have systems in place to make follow-up part of your sales process, it’s not going to be a priority for your team. And if you don’t have a culture of determination and relationship- building in place, the systems and processes don’t matter. Entrepreneur and business transformer Robert Clay recommends a five-no strategy — follow up with a lead until you’ve heard no at least five times. THE SECRET TO LEAD CONVERSION It’s All About the Relationship
Not by a long shot.
Radio ads — done correctly — are not only alive and well, but for many of my clients, they’ve proven to be a virtually untapped client- producing gold mine. If you’re not running radio ads, I highly suggest you consider starting now as part of your overall marketing strategy. In a recent podcast, I reveal a few word-for-word examples that you can copy and deploy. Just modify the specifics to fit your firm. Want specific examples?
Listen in over here or download for later:
speakeasymarketinginc.com/ podcast/episode-47-radio- advertising-for-attorneys- does-it-work
‘REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH’
2nd Edition
• Five new chapters, live chat, what’s changing for personal injury attorneys marketing-wise in 2018, and more • Completely revised and updated for 2018 • Complimentary copy mailed or emailed upon request
Available on Amazon Kindle or by emailing rj@speakeasymarketinginc.com.
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